30% of organizations have established their customer journey maps but struggle to use them effectively.
CX leaders have long understood the value of customer journey maps yet many still find it challenging to incorporate customer journey maps into their overall customer experience (CX) efforts.
Use our 3-step action plan to:
Almost one-third of organizations still find it challenging to incorporate their customer journey maps into their overall CX efforts. While marketing leaders have long understood the value of customer journey maps on customer satisfaction and loyalty, many still find it hard to incorporate them in their CX initiatives.
To create value-driven customer journey maps that are aligned with the enterprise-wide CX initiatives, marketing leaders must master foundational elements such as securing buy-in from key stakeholders, assessing the need and availability of data sources, and an in-depth understanding of buyer personas.
Gartner insights and advice help marketing leaders create accurate and actionable customer experience strategies that alleviate journey maps to deliver an exceptional customer experience and drive business growth.
What are the preliminary steps to creating a customer journey map? Watch Cassandra Nordlund, Director, Advisory, Gartner for Marketers share the key steps to successful customer journey mapping.
Marketing leaders must focus on identifying customer needs and objectives before channels, loyalty and customer relationships to build stronger, more sustainable customer relationships. Discover a framework to create a clear, customer-centric value statement that influences your customer journey maps.
A customer journey map is a tool that helps marketers understand the series of connected customer experiences that customers desire and need — whether that be completing a desired task or traversing the end-to-end journey from prospect to customer to loyal advocate. It helps boost customer understanding and improve customer-facing decisions.
Below are the key steps to build an effective customer journey map:
Decide on the customer journey that you want to map out
Assemble a team of 10 to 15 individuals that are knowledgeable of or who influence the chosen customer journey
Together, use a customer journey map to write out the steps the customer goes through within that journey
Then at each step, identify what the customer is expecting, thinking, feeling, and with which touchpoints the customer is interacting
In order to create value driven customer journey maps, CX leaders should avoid:
Creating a Generic Customer Journey Map
Building the Customer Journey Map Through an Insular Process
Trying to Include All Touchpoints in the Customer Journey Map
Underemphasizing the role of customer emotions in the journey mapping
Consumers energy realized that to optimize customer experience, it needed to improve the usage of their customer data and analytics. Using Gartner research and expert advisors, Consumers energy was able to develop a strategic roadmap to build an in-house customer-data-driven environment and incorporate analytical rigor into their business processes.
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